Google AdWords. Managing Your Advertising Program (e-book)

Google AdWords. Managing Your Advertising Program (e-book) - Opis

Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google...s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns.Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don...t understand how AdWords works. This book gives you an edge.Learn the advantages of proper account structure based on tightly knit themesUnderstand AdWords auction and the importance of keyword Quality ScoreDetermine your preferred bidding model and daily ad budgetEvaluate campaign performance by timeframe, keyword, and other criteriaHone your keyword list whenever search queries trigger your adsAdd negative keywords to filter out irrelevant queriesOutperform competitors and organic search results with targeted ad copyDetermine conversion goals, and use AdWords tools to track them Spis treści:
Google AdWords
Dedication
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Foreword
Preface
Terminology Used in This Book
Conventions Used in This Book
Attribution and Permissions
Safari Books Online
How to Contact Us
Acknowledgments
1. Getting Started
Introduction to Google AdWords
Where Ads Can Appear
Googles Networks
Creating a Google Account
Creating an AdWords (...) więcej Account
Managing Account Access
Setting Up Your First Campaign
2. Understanding the Auction
How the AdWords Auction Works
What Is Quality Score?
Why Does Quality Matter?
How Is Quality Score Calculated?
Where to Find Quality Score
How to Improve Quality Score
3. Account Structure
How AdWords Accounts Are Organized
Why Structure Matters
Your Organization Strategy
Service Providers
Brick and MortarNon-Ecommerce
Ecommerce
Common Pitfalls
Pitfall 1: Duplicate Keywords
Pitfall 2: Competing, Non-Duplicate Keywords
Pitfall 3: Budget Hogs
4. Navigating Your Account
Interface Overview
Home Tab
Campaigns Tab
The Tree View
The Roll-Up Tabs
Campaigns Roll-Up Tab
Ad Groups Roll-Up Tab
Settings Roll-Up Tab
Ads Roll-Up Tab
Keywords Roll-Up Tab
Dimensions Roll-Up Tab
Display Network Roll-Up Tab
Ad Extensions Roll-Up Tab
Autotargets Roll-Up Tab
Opportunities
Ideas
Campaign Bid Simulator
Analyze Competition
Tools and Analysis
Change History
Ad Preview and Diagnosis
Billing
Transaction History
Billing Settings
Billing Profile
My account
Account Access
Notification Settings
Preferences
Thats the Tour!
5. Campaign Settings
Introduction to Campaign Settings
Locations and Languages
Location Targeting
Advanced Location Options
Languages
Networks and Devices
Bidding and Budget
Delivery Method
Ad Extensions
Advanced Settings
Schedule: Start Date, End Date, Ad Scheduling
Ad Delivery: Ad Rotation, Frequency Capping
Demographic
Social Settings
Keyword Matching Options
Automatic Campaign Optimization (Display Network only)
Experiment
IP Exclusions
6. Keywords
How Keywords Fit Into the AdWords Auction
Organizing Keywords
Keyword Match Types
Broad Match
Broad Match Modifier
Phrase Match
Exact Match
Negative Keywords
Negative Phrase-Matched Keywords
Negative Exact-Matched Keywords
Which Match Types Are Best?
Keyword Rules and Editorial Guidelines
How to Manage Keywords
Editing with Google Spreadsheets
Keyword Status
Managing Negative Keywords
Keyword Details Reports
How to Use the Keyword Tool
Using Google Insights for Search
7. Writing Ads
Ad Text Requirements
AdWords Ad Policies
How to Create and Edit Ads
How to Write Powerful Ads
How to Use Dynamic Keyword Insertion
8. Making Ads Stand Out
Ad Extensions
Location Extensions
Location Extensions Versus AdWords Express
Product Extensions
Sitelinks
Call Extensions
Social Extensions
Mobile App Extensions
9. The Google Display Network
Introduction to the GDN
The Display Network Tab
Display Keywords
Placements
Topics
Interests & Remarketing
Display Campaigns Tools
The Placement Tool
DoubleClick Ad Planner
Contextual Targeting Tool
Top 10 GDN Tips
10. Additional Ad Formats
Image and Flash Ads
The Display Ad Builder
Video Ads
Mobile Ads
Image and Video Tips
11. Bids, Budgets, and Billing, Oh My
How Bidding Works
Manual Maximum CPC bidding
Automatic Bidding
Enhanced CPC Bidding
CPM Bidding
Conversion Optimizer
AdWords Discounter and Smart Pricing
How to Decide What to Bid
Understanding Billing Options
Applying Promotional Credits
Monthly Invoicing
Click Fraud
12. Measuring Success
What Are Your Goals?
Conversion Tracking
Search Funnels
Google Analytics
Setting Up Google Analytics
13. Agency Topics
Managing AdWords Accounts for Clients
The My Client Center
Manager Defined Spend
Third Party Policy
AdWords Editor
Google Engage
Google Certification
And Finally, Good Luck!
Glossary
About the Author
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Copyright O autorze: Anastasia Holdren jest prezesem firmy SEM Training, świadczącej usługi z zakresu szkoleń i konsultingu dla reklamodawców korzystających z platformy Google AdWords. Jest posiadaczką certyfikatu Authorized AdWords Seminar Leader. We współpracy z firmą Google prowadziła w 2006 roku pilotażową edycję programu szkoleń Seminars for Success. Od tego czasu pomogła tysiącom reklamodawców z całego świata. Ma piętnaście lat doświadczenia w zarządzaniu projektami z obszaru technologii internetowych i programami marketingu w internecie. Pracowała z wieloma klientami, takimi jak Osram Sylvania, Harvard Business School Executive Education, eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Federation of Independent Business i TravelCenters of America. mniej